Method, system, and medium for cluster-based categorization and presentation of item recommendations

ABSTRACT

Computer-implemented processes are disclosed for clustering items and improving the utility of item recommendations. One process involves applying a clustering algorithm to a user&#39;s collection of items. Information about the resulting clusters is then used to select items to use as recommendation sources. Another process involves displaying the clusters of items to the user via a collection management interface that enables the user to attach cluster-level metadata, such as by rating or tagging entire clusters of items. The resulting metadata may be used to improve the recommendations generated by a recommendation engine. Another process involves forming clusters of items in which a user has indicated a lack of interest, and using these clusters to filter the output of a recommendation engine. Yet another process involves applying a clustering algorithm to the output of a recommendation engine to arrange the recommended items into cluster-based categories for presentation to the user.

TECHNICAL FIELD

The present disclosure relates to data analysis and clustering methodsfor assessing item preferences of users, and for generating morereliable item recommendations for such users. Also disclosed are methodsfor organizing item recommendations for presentation to users.

BACKGROUND

Web sites and other types of interactive systems may implementrecommendation services for recommending items stored or represented ina data repository. These services can operate, for example, by receivingan input list of items (optionally with associated item weights), and byoutputting a ranked list of items that are collectively similar orrelated to the input set. The items included in the input set arereferred to herein as “source items” or “sources.”

One common application for recommendation services involves recommendingproducts for purchase, rental, subscription, viewing or some other formof consumption. For example, e-commerce web sites commonly provideservices for recommending products to users based on their respectivepurchase histories, rental histories, product viewing histories, and/oritem ratings. Recommendation services are also commonly used torecommend web sites, articles, users, music and video files, and othertypes of items.

When generating recommendations for a particular user (referred toherein as the “target user”), the set of source items should ideallyconsist of items the target user likes. Otherwise, the recommendationsmay be of limited utility. Unfortunately, the task of reliablyidentifying such items without requiring explicit user input can bedifficult. For example, although a user's purchase history as maintainedby an e-commerce web site is typically very useful for generatingrecommendations, this purchase history may include items purchased bythe user for others as gifts. Unless the user actually designated theseitems as gifts at the time of purchase, these items may be difficult toidentify and filter out. As another example, the purchase history mayinclude purchases made by multiple family members that share a homecomputer and account. The task of identifying appropriate source itemsis similarly difficult when the recommendations are based, e.g., on theitem viewing histories, item rental histories, or item downloadhistories of users.

To address this problem, some web sites allow users to view and “edit”their respective purchase histories, item viewing histories, and/orother item collections on an item-by-item basis, such as by rating,deleting, and/or tagging particular items. These edits are then takeninto consideration in generating recommendations for the user. As oneexample, a user may delete from his or her purchase history all giftpurchases, or may otherwise mark these items to indicate that theyshould not be used to generate recommendations. As another example, auser may tag the purchases that correspond to a particular family memberor interest, and then request tag-specific recommendations that arebased specifically on those purchases. In addition, some systems enableusers to explicitly rate individual items that are recommended to themas “not interested.”

While these “collection management” features can significantly improvethe quality of the recommendations, many users do not take the time toreview and manage their respective collections of items. Indeed, thetask of reviewing and editing purchase histories and other itemcollections on an item-by-item basis can be burdensome. In addition, auser's interests might change over time, rendering some of the past itemratings inaccurate; for example, items rated by a user as “notinterested” one year ago may not be relevant today. For these and otherreasons, many users continue to receive recommendations that are notsufficiently tailored to their respective interests.

SUMMARY OF THE DISCLOSURE

Various computer-implemented processes and features are disclosed forusing item clustering techniques to improve the utility of itemrecommendations provided to users. These processes may be implementedindividually or in combination within a given computer system, such as,but not limited to, a web-based electronic catalog system.

One process involves applying a clustering algorithm to a user'spurchase history or other collection of items. Information about theresulting clusters is then used—optionally in combination with othercriteria—to select items to use as recommendation sources. For instance,items falling in a relatively small cluster may be excluded as sourceson the basis that they likely represent gift purchases, or otherwiserepresent items falling outside the areas of interest of the user.

Another process involves displaying the clusters of items to the uservia a collection management interface that enables the user to attachcluster-level metadata, such ratings or tags, to entire clusters ofitems. The resulting metadata may be used to improve the recommendationsgenerated by a recommendation engine. For example, a user may explicitlyor implicitly indicate that an entire cluster of items should beexcluded from consideration in generating recommendations.

Another process involves forming clusters of items in which a user hasindicated a lack of interest. These clusters are used to filter theoutput of a recommendation engine so as to remove items that mayrepresent poor recommendations. Another process involves applying aclustering algorithm to the output of a recommendation engine to arrangethe recommended items into cluster-based categories for presentation tothe user.

Also disclosed is a process for calculating distances between particularitems represented in a hierarchical browse structure, such as a tree oran acyclic graph. The calculated distances may be used as a basis foritem clustering.

Neither this summary nor the following detailed description purports todefine the invention. The invention is defined by the claims.

BRIEF DESCRIPTION OF THE DRAWINGS

Specific embodiments will now be described with reference to thedrawings, which are intended to illustrate and not limit the variousfeatures of the invention.

FIG. 1 illustrates a clustered representation of a user's purchasehistory or other item collection.

FIG. 2 illustrates a process for selecting recommendation source itemsfrom the user's item collection.

FIG. 3 illustrates one example of a collection management userinterface.

FIG. 4 illustrates a cluster-based process for filtering the output of arecommendation engine.

FIGS. 5 and 6 illustrate processes for organizing a set of recommendeditems into cluster-based categories for presentation to users.

FIG. 7 illustrates a portion of a web page showing an example browsecloud interface that may be used to organize a set of recommended itemsinto cluster-based categories.

FIG. 8 illustrates an example hierarchical browse structure.

FIG. 9 illustrates one example how the various cluster-related featuresmay be implemented in the context of a web-based electronic catalogsystem.

DETAILED DESCRIPTION OF SPECIFIC EMBODIMENTS

Several different computer-implemented processes will now be describedfor using clustering to improve item recommendations provided to users.These processes may be embodied individually or in any combination in amulti-user computer system (“system”) that includes or uses arecommendation engine to generate personalized recommendations. Arecommendation engine capable of selecting items to recommend to a userbased on a set of source items may be used.

For purposes of illustration, the processes are described primarily inthe context of a system that recommends catalog items to users of ane-commerce web site. As will be apparent, however, the disclosedprocesses can also be used to recommend other types of items, such asbut not limited to web sites, news articles, blogs, travel destinations,service providers, other users, and events. In addition, the disclosedprocesses need not be implemented as part of, or in conjunction with, aweb site.

This specification is arranged in the following sections:

Section I describes a process in which a user's collection of items,such as items in the user's purchase history, is subdivided intomultiple clusters. These clusters are then analyzed to assess the user'sinterests, and are used (optionally in combination with other criteria)to select the “best” items to use as recommendation sources.

Section II describes a collection management interface, and associatedmethods, for enabling users to manage their item collections at acluster level. In the illustrated embodiment, the interface enables theuser to rate and/or tag entire clusters of items, and to requestrecommendations that are specific to a particular cluster.

Section III describes a process in which clusters are formed of items inwhich the user has indicated a lack of interest. These clusters are thenused to filter the output of a recommendation engine.

Section IV describes a process for using clustering to organize theoutput of a recommendation engine by category for display to a user.

Section V displays how item distances (used for clustering) can becalculated based on locations of the items within a hierarchical browsestructure, such as a directed acyclic graph.

Sections VI-VIII describe specific examples of clustering methods thatmay be used to implement the processes described in Sections I-IV.

Section IX describes one example of a system architecture forimplementing the various processes in the context of a web site thathosts an electronic catalog.

The specific processes and components described in the followingsections represent specific embodiments of the disclosed inventions, andare presented by way of example. As such, nothing in this description isintended to imply that any particular feature, step, characteristic orcomponent is essential. The invention is defined only by the claims.

Depending on the context of its use, the term “item” may refer to anitem itself (e.g., a product that can be purchased or a web site thatcan be accessed), or to an identifier or other representation of thatitem in a computer (e.g., a product or web site identifier ordescription stored in a database). In some cases, the term may be usedcollectively to refer to both.

I. USE OF CLUSTERING TO SELECT RECOMMENDATION SOURCES FIGS. 1 and 2

FIG. 1 illustrates a target user's collection of items as organized intosix clusters, C1-C6, and will be used to explain how clustering can beused to assess user interests and to select items to use asrecommendation sources. The processes described in this section may beimplemented by a computer system that implements, or makes calls to, arecommendation engine or service. The primary goal of these processes isto automatically identify the items that likely do not fall within oneof the target user's areas of interest (e.g., items purchased as gifts),and to refrain from using these items as recommendation sources. Byexcluding these items, the quality or utility of the recommendations canbe significantly improved.

In the particular example shown in FIG. 1, the collection consists ofitems purchased by the user, and each point represents a purchased item.As discussed below, the collection may also include items rated, but notnecessarily purchased, by the user. In addition, the collection mayadditionally or alternatively be based on other types of item“selection” actions (e.g., rentals, views, downloads, shopping cartadds, wish list adds, subscription purchases, etc.). The distancebetween each pair of items (points) in FIG. 1 represents the calculateddegree to which the items are similar, with relatively small distancesrepresenting relatively high degrees of similarity.

Any appropriate distance metric(s) can be used for item clustering. Forexample, if the items are represented in a hierarchical browse structuresuch as a directed acyclic graph, each item may be represented as avector of the browse nodes or categories in which it falls. (As is knownin the art, a browse node represents a particular category or othergrouping of items, and is typically associated with a particularcategory name.) The respective vectors of two items can then be comparedto compute the distance between the items. When comparing such vectors,the amount of weight given to each browse node is preferably inverselyproportional to the number of items falling under that browse node, suchthat relatively narrow or low-level browse nodes are given more weight.A specific example of how a hierarchical browse structure can be used tocalculate item distances is provided below in Section V.

The distances between the items may additionally or alternatively becalculated based on other criteria. For example, the distance betweentwo items, A and B, may be calculated based on any one or more of thefollowing: (a) the relative frequency with which A and B co-occur withinpurchase histories of users, (b) the relative frequency with which A andB co-occur within item viewing histories of users, (c) the relativefrequency with which users tag A and B with the same textual tag, (d)the relative frequency with which A and B co-occur within results ofkeyword searches, (e) the degree to which A and B contain or arecharacterized by common keywords. The foregoing are merely examples;numerous other criteria may be used to calculate the item distances.

The six circles shown in FIG. 1 represent the cluster centers, and thelines identify the cluster to which each item is assigned. The clustersmay be generated using any appropriate type of clustering algorithm thatuses item distances to cluster items. Examples include K-means, IsoData,nearest neighbor, and hierarchical type clustering algorithms. Theclusters formed by such algorithms are mutually exclusive, meaning thateach item is assigned to a single cluster. Specific examples of suitableclustering algorithms are described below in Sections VI-VIII.

In the example shown in FIG. 1, the user's purchase history ischaracterized by three relatively large clusters, C1, C2 and C5, andthree relatively small clusters, C3, C4 and C6. Because C3, C4 and C6are relatively small and are somewhat distant from the larger clusters,an inference may be drawn that some or all of the items in theseclusters represent gift purchases, or represent purchases that otherwisefall outside the user's areas of interest. (Such an inference may not besuitable, however, if the small cluster is dominated by recent activity,suggesting a possible new interest for the user.) Thus, these “outlier”items, or items of outlier clusters, may be ignored (not used assources), or possibly given less weight, when generating recommendationsfor the user. By excluding these items, the quality or utility of therecommendations can be significantly improved.

In practice, the outlier items and/or clusters may be identified andexcluded programmatically based on one or more selected criteria. Forinstance, an item may be treated as an outlier and excluded if some orall of the following conditions are met: (a) the item falls in a clusterhaving less than some threshold number of items, such as 5; (b) thiscluster is significantly smaller than the largest cluster (e.g., lessthan 10% of its size); (c) the item is some threshold distance from thenearest non-outlier cluster, (d) the item falls in a cluster thatconsists primarily of items rated below a selected threshold by thetarget user; (e) the item falls within a cluster having a cluster scorethat falls below some threshold, where the score generally representsthe likelihood that the cluster represents an interest of the user.Other cluster attributes, such as scatter and homogeneity, may also betaken into consideration. In one embodiment, the assessment of outlierinterests is performed only at the cluster level, and not the itemlevel.

Rather than merely excluding the outlier items as sources, they may besubjected to greater scrutiny to determine whether they should beexcluded. This may be accomplished by, for example, analyzing additionalinformation regarding the particular user and/or affiliated users. Thefollowing are examples.

1. Purchase date analysis. The purchase dates of the items may be takeninto consideration in various ways. As one example, if most or all ofthe items in a given outlier cluster were purchased a relatively longtime ago, an inference may be drawn that the outlier cluster representsa past interest of the user, or represents an interest of a pastacquaintance of the user. As another example, if most or all of theitems in an outlier cluster were purchased during a holiday season, orwere purchased on approximately the same date over two or more years,the items in the outlier cluster may be excluded on the basis that theylikely represent gift purchases.

2. Comparison with known gift purchases. If the user has explicitlydesignated certain purchases of gifts, a determination can be madewhether these known gift purchases correspond to particular clusters.This can be accomplished in various ways. For example, the known giftpurchases can be excluded during the clustering process, and thedistances between the resulting clusters and the known gift items can becomputed and compared. If the known gift purchases tend to correspond toone or more particular clusters, these clusters more likely (but notnecessarily) represent gift purchases that should be ignored. As anotherexample, the known gift purchases may be included with the user's otherpurchases during cluster formation. If any resulting cluster primarilycontains known gift purchases, all items in that cluster may be excludedor given less weight, or the cluster may be analyzed based on othercriteria to assess whether it represents an interest of the target user

3. Comparison with “not interested” items. Some web sites enable usersto explicitly indicate that they are not interested in particular itemsbeing recommended to them. For users who use this feature, the itemsmarked as “not interested” can be used in the same manner as known giftpurchases (see #2 above) to assess whether particular clusters should beexcluded.

4. Comparison with purchase histories of known gift recipients. If thetarget user has explicitly purchased an item as a gift for a particularrecipient whose purchase history is known, clustering can be applied tothe purchase history of the known gift recipient. If one of the targetuser's clusters is close to (e.g., within a threshold distance of) oneof the recipient's clusters, the target user's cluster may be treated aslikely representing undesignated gift purchases for this same recipient.The items in that cluster may thus be excluded (not used as sources).

The foregoing and other criteria can be used in any appropriatecombination to assess whether particular items in the user's purchasehistory (or other collection) should be used as sources. For example,each cluster or item (or each outlier cluster or item) can be scoredbased on multiple criteria, including some or all of the criteria listedabove. The resulting scores can then be used to select particular itemsto include or exclude as recommendation sources. This process (includingapplication of the clustering algorithm) may be performed in real timewhen a user requests recommendations, or may be performed off-line inresponse to certain events, such as purchase events.

As will be appreciated by the foregoing, the criteria used to analyzethe clusters may vary significantly based on the type of collectionbeing analyzed. For example, the analysis performed on a collection thatincludes or consists of items rated but not purchased by the user willtypically be different from the analysis performed on a collection thatconsists of purchased items. The criteria used may also depend largelyon the types of items involved (e.g., physical products, web sites,articles, etc.).

FIG. 2 illustrates a generalized sequence of steps that may be performedby a computer system, such as one or more physical servers of a web sitesystem, to implement the foregoing process. As depicted by block 30, therelevant item collection for the target user is initially retrieved.This collection may, for example, include or consist of items the targetuser has purchased, rented, viewed, downloaded, rated, added to ashopping cart, or added to a wish list. The items may be productsrepresented in an electronic catalog, or may be some other type of item(e.g., web sites) that is amenable to clustering.

As depicted in block 32, the computer system may then determine whetherthe collection is sufficiently large (e.g., at least 40 items) to applya clustering analysis. If it is not, the entire collection may be usedas the recommendation sources, or some other criteria (e.g., purchasedates, item sales ranks, etc.) may be used to select the sources fromthe collection. Assuming the collection is sufficiently large, anappropriate clustering algorithm is used to subdivide the collectioninto multiple clusters (block 36). As part of this step, distancesbetween the items may be computed using any appropriate metric.

In block 38, the resulting clusters are analyzed—optionally incombination with other user data such as purchase dates, item ratings,and/or known gift purchases—to select particular items to include orexclude as sources. This may be accomplished in numerous ways. As oneexample, a score may be generated for each cluster, and these scores maybe used to select the clusters from which the source items are obtained.The cluster scores may be based on a variety of factors, such as some orall of the following: (1) the number of items in the cluster, (2) thedistance of the cluster from other clusters, (3) the cluster'shomogeneity, (4) the ratings, if any, of items included in the cluster,(5) the purchase dates, if any, of the items in the cluster, (6) ifapplicable, the extent to which the items that the cluster contains areclose to items that represent known gift purchases. The sources may, forexample, be selected from the highest scored clusters only, withadditionally item-specific criteria optionally used to select specificitems from these clusters. Alternatively, the sources may be selectedsuch that the probability that a given item will be selected is directlyproportional to the score of the cluster in which that item falls.

As another example, a score may be assigned to each item in thecollection (or only to those identified as outliers), and these scoresmay be used on an item-by-item basis to select items to include/exclude.The item scores may, for example, be based on both the cluster-based andnon-cluster-based criteria described above. If all of the items arescored, some pre-selected number (e.g., 64) of the most highly scoreditems may be selected for use as the sources, with this number beingselected so as to regulate the load placed on the recommendationengine/service.

In block 40, the selected source items are used to generaterecommendations for the target user. In one embodiment, this stepinvolves passing a list of source items, optionally together with itemweights, to a recommendation engine. The item weights, if provided, maybe based on the purchase dates of the items (if applicable), the user'sratings of the items (if rated), and/or some other criteria. Therecommendation engine then uses this list to generate and return aranked list of recommended items. The recommendations may, for example,be generated as described in U.S. Pat. No. 6,912,505, which is herebyincorporated by reference in its entirety, although other types ofrecommendation processes can be used. The ranked list of recommendeditems, or an appropriately filtered version of this list (e.g., withitems already purchased by the user removed), is then presented to thetarget user (block 42).

As mentioned above, the entire process depicted in FIG. 2 may optionallybe performed in real time in response to a user request forrecommendations. For example, the process may be executed when a userclicks on a link which reads “view your recommendations,” or when theuser accesses a particular page that is configured to displaypersonalized recommendations.

II. USER MANAGEMENT OF ITEM COLLECTION AT CLUSTER LEVEL FIG. 3

In addition or as an alternative to automatically selecting items to useas sources, the user may be given the option to manage the collection atthe cluster level. For example, the system may include a user interfacethat displays each cluster and allows the user to exclude an entirecluster (i.e., all of its items) from consideration in generatingrecommendations. The user interface may additionally or alternativelyenable the user to tag an entire cluster (and thus all of its items)with an appropriate label, such as a label that represents thecorresponding interest or that identifies a particular family member.Where such tagging functionality is provided, the system also preferablyenables the user to request “tag-specific” recommendations as describedin U.S. application Ser. No. 11/281,886, filed Nov. 17, 2005, thedisclosure of which is hereby incorporated by reference in its entirety.

FIG. 3 illustrates a web page that represents one example of such a“collection management” user interface. The left pane 50 of the web pagedisplays clusters of items purchased by the user (three clusters shown,each referred to as a “category”). The clusters may be generated byapplying an appropriate clustering algorithm to the user's purchasehistory or other collection, as described above.

Each cluster/category has a name, which may initially be set by thesystem to the name of the browse node most closely associated with thecluster, and which may be modified by the user. Where a given cluster istoo large to be concurrently displayed on the page, a scroll bar 52 isprovided for scrolling through the cluster horizontally. Additionalclusters/categories can be viewed by selecting the arrow 54 at thebottom of the pane 50.

The interface enables the user to drag-and-drop items to move thembetween clusters/categories. If a user reassigns an item to a newcluster/category, this reassignment may be maintained if/when the user'scollection is later re-clustered. This may be accomplished by utilizingone of a variety of constraint-based clustering algorithms to maintainthe user's manual assignments while augmenting them with theautomatically computed clustering. The ability to move items betweencategories may alternatively be omitted.

The web page shown in FIG. 3 also includes controls for rating eachcategory/cluster on a scale of 1-5 or with a “not interested” rating.The category-level ratings applied via these controls preferably do notoverride any pre-existing item-level ratings assigned by the user. Ifthe user marks a category as “not interested,” none of the items in thatcategory will be used as sources. If the user rates a category on ascale of 1-5, the category-level rating may be used as a default ratingfor any unrated items in that category/cluster. The resulting itemratings may be used both to select items to use as recommendationsources (with highly rated items generally given preference), and todetermine how much weight to give to particular source items whengenerating the recommendations. Instead of providing a “not interested”cluster rating option, a checkbox may be provided for the user toexplicitly indicate that a particular cluster should not be used togenerate recommendations.

The collection management user interface of FIG. 3 also enables the userto tag an entire category/cluster to more efficiently add tags to theitems in that category. In this particular example, the tags “classicalmusic” and “guitar” have already been assigned to the first category,and the user can click on “add a tag” to add a new tag, or on the ‘x’ tothe right of the tag to remove it. Tags can also be added at the itemlevel, and a given item can have any number of tags. Through a separateuser interface (not shown, but described in U.S. application Ser. No.11/281,886, referenced above), the user can request recommendations thatare specific to a given tag. For example, if the user has assigned thetag “books for my kids” to ten specific book titles, and requestsrecommendations based on this tag, these ten book titles will be used asthe sources for generating the recommendations.

The cluster-level ratings, tags, and names that are assignable via theUI are all examples of cluster-level metadata that can be attached tothe item collection. As illustrated by the above examples, the abilityto attach cluster-level metadata improves the system's ability toprovide useful recommendations to users.

For each cluster, the web page in FIG. 3 also displays a corresponding“recs based on these items” button. Selection of such a button causesthe system to immediately generate and return recommendations that arebased solely on these items. In other words, the items in the clusterare passed to the recommendation engine/service as the recommendationsources. If some of these items have been rated by the user, theseratings may be used by the recommendation service as item weights.Because the recommendations are specific to a particular cluster orinterest selected by the user, they are very likely to be useful.

The right pane 56 in FIG. 3 displays, for each category/cluster, theuser's level of interest in the category as a function of time. Thisgives the users insight into their own purchasing patterns over time.The levels of interest may, for example, be based on the user's purchaseactivity. In one embodiment, if the user hovers the mouse cursor over aparticular item in the left pane 50, the right pane 56 displays a markerindicating the location (time) of purchase in the associated graph. Thegraphs can be generated by computing the normalized distribution ofitems in the respective clusters for each point in time, giving theusers an idea of their relative interest at that time. Anotherpossibility for the graph would be to generate box and whisker plots foreach of the clusters, based on the timestamps of the items in thecluster. Such a graph would show abrupt shifts in interests, forexample. The display of such an interface may be optional orconfigurable by the user.

III. CLUSTER-BASED FILTERING OF RECOMMENDATIONS FIG. 4

Another feature of some embodiments involves the use of clustering tofilter the recommendations generated by a recommendation service orengine. The goal of this feature is to improve the quality of therecommendations by filtering out items similar to those in which theuser is “known” to lack interest. This is preferably accomplished byclustering together items the user has marked/rated as “not interested,”and then filtering out any recommended items that are similar/close tothe resulting “not-interested” cluster or clusters.

FIG. 4 illustrates one embodiment of this process. As illustrated, anappropriate collection of items associated with the target user isinitially passed to a clustering engine 60. This collection preferablyincludes or consists of items marked/rated by the target user as “notinterested,” although other indicia of the user's lack of interest maybe used (e.g., ratings falling below a threshold level). The clusteringengine 60 applies an appropriate clustering algorithm to thiscollection, and returns a set of data describing the resulting clusters.The clustering engine 60 may, but need not, use the distance metric andclustering algorithms described in Sections V-VIII below.

If the collection to which clustering is applied consists of items ratedas “not interested,” the clusters returned by the clustering engine 60are the not-interested clusters used for filtering. If, on the otherhand, the collection includes or consists of other types of items (e.g.,items purchased and/or rated on a scale of 1-5 by the user), theresulting clusters are analyzed to identify the clusters, if any, thatcan be classified as a not-interested clusters. For example, a clustermay be treated as a non-interested cluster if it consists primarily ofitems rated as “not interested” or rated at less than a threshold level.The methods described in Section VIII for reducing “high entropy”clusters may optionally be used to generate the not-interested clusters.

As further illustrated in FIG. 4, a set of source items is passed to arecommendation engine 62. The set of source items may, for example,include or consist of items purchased or rated highly by the user, andpreferably does not include any of the not-interested items. The set ofsource items may, but need not, be selected using the process describedin Section I. As with the other features described herein, therecommendation engine 62 may use a number of recommendation methods,such as, but not limited to, those described in U.S. Pat. No. 6,912,505,to select items to recommend. A recommendation engine that usestraditional collaborative filtering methods may also be used.

The next phase of the process shown in FIG. 4 involves the use of afiltering component or system 64 to filter out any recommendations thatare similar to any of the not-interested clusters. This may beaccomplished by, for example, measuring the distances between therecommended items and the cluster centers of the not-interestedcluster(s), and removing any recommended items that fall within athreshold distance of one of these cluster centers. By removing theseitems, the likelihood that the recommendations will be useful to theuser is significantly increased.

The distances between these items and the centers of the user's“interest clusters” (i.e., clusters designated as representing thetarget user's interests) may also be considered. With this approach, thedecision whether to filter out a recommended item may be based on both(1) the distance between that item and the center of the closestnot-interested cluster, and (2) the distance between that item and thecenter of the nearest interest cluster. For instance, the recommendeditem may be filtered out if its distance to the center of the closestnot-interested cluster is both (a) less than a selected threshold, and(b) less than its distance to the center of the nearest interestcluster. Various other factors, such as the sizes of these clusters, mayalso be considered.

The process of FIG. 4 can be implemented without using “not interested”ratings to identify the items in which the user lacks interest. Forexample, the not-interested clusters can be identified based on itemsexplicitly marked as gifts, and/or based on items to which the user hasgiven a rating less than a designated threshold.

IV. CLUSTER-BASED ORGANIZATION AND DISPLAY OF RECOMMENDATIONS FIGS. 5-7

Another feature of some embodiments involves the use of clustering toorganize a set of recommended items into categories for presentation tothe user. Each category may correspond uniquely to a particular cluster,and may automatically be named based on attributes of the items fallingin that cluster. This feature may, but need not, be used in combinationwith one or more of the features described in Sections I-III.

FIG. 5 illustrates this process according to a first embodiment. In step70, a set of recommended items is generated for a user. Therecommendations may be generated using any type of recommendation engineand process, including the various processes described herein. In step72, a clustering algorithm is applied to the set of recommended items.The clusters may, but need not, be formed using the distance metric andclustering algorithms described in Sections V-VIII.

In step 74, a category name is assigned to each cluster based onattributes of the items in that cluster. This may be accomplished invarious ways. For example, if the items are arranged within ahierarchical browse structure, the name of the lowest levelcategory/browse node common to all items in the cluster may be used. Asanother example, if subject keywords or keyword phrases are availablefor the items, the subject keyword or keyword phrase that appears themost frequently within the cluster may be used. Additionally, if theuser has manually chosen a name for the cluster via some UI such as theone proposed in Section II, it is preferable that the user's selectedname have priority over any automatically generated one. The names maybe assigned such that no two clusters are assigned the same name.

In the case of keywords or subject terms, data may be obtained from acatalog or extracted from user tags. Tags may be extracted from thetarget user's tags, or from other users who have similar clusters. Onemethod of choosing which terms to use is to run a type of part-of-speechtagging algorithm on the keyword/subject term phrases, and extractingonly nouns. These extracted words can then be weighted based on thefrequency of their occurrence in an item catalog or some other source.For example, in the case of books, the actual text of the books may beused to evaluate the relevancy of the keyword.

In step 76, the recommended items, as arranged by cluster/category, areoutput to the user together with the associated category names selectedin step 74. This may be accomplished in various ways. For example, thecategory names can be presented in a “browse cloud” interface in whicheach category name is displayed as a selectable link to thecorresponding list of items, and in which the font size of each suchname/link is directly proportional to the number of items in thecorresponding category/cluster (see FIG. 7, discussed below).Alternatively, the recommended items can be displayed in a list formatwith category headings.

Because the clustering algorithm assigns each item to a single cluster,the categories generated by the process of FIG. 5 are mutuallyexclusive, meaning that each item appears in only one of the categories.This is a significant benefit over existing browse cloud displays inwhich the same recommended item will commonly appear in multiplecategories of the browse cloud.

FIG. 6 illustrates a second embodiment of a process of arranging therecommended items into mutually exclusive categories or clusters. Instep 80, a clustering algorithm is applied to an appropriate itemcollection of the target user. In the context of a system that supportsitem sales, this item collection may, for example, include or consist ofitems purchased and/or rated by the target user. In the context of anews web site, the item collection may, for example, include or consistof news articles viewed (or viewed for some threshold amount of time) bythe target user.

In step 82, the clusters resulting from step 80 are optionally analyzedto identify those that likely represent actual interests of the targetuser. Any of the methods and criteria described in the precedingsections may be used for this purpose. Any clusters identified as likelynot representing an interest of the user are excluded from thesubsequent steps. The desirability of performing this step 82 may dependon the nature of the item collection. For instance, if the itemcollection consists of items rated favorably by the target user, thisstep 82 may be omitted.

In step 84, a category name is assigned to each remaining cluster. Thismay be accomplished using one of the methods described above for step 74of FIG. 5.

In step 86 (which can be performed before any of the preceding steps),item recommendations are generated for the target user. Therecommendations may be generated using any type of recommendation engineand process, including the various processes described herein. If therecommendations are generated based on a set of source items, the itemcollection clustered in step 80, or a selected subset of these items,may be used as the sources.

In step 88, the process attempts to match or “assign” each recommendeditem to one of the interest clusters, and thus to one of the categorynames, resulting from steps 80-84. This may be accomplished by, forexample, calculating the distances between the recommended items and thecluster centers, and assigning each recommended item to the interestcluster whose distance is shortest. Other factors, such as the sizes andentropy levels of the interest clusters, may also be considered. Theeffect of this step 88 is to subdivide all or a portion of the set ofrecommended items into multiple clusters, each of which corresponds to apreviously-identified interest of the user. Recommended items that aremore than a threshold distance from the closest interest cluster may befiltered out (not displayed), or may be displayed under a category name(e.g., “more recommended items” or “all categories”) that does notcorrespond to any particular interest cluster. The filtering processshown in FIG. 4 and described above may also be used to assess whetherparticular recommended items should be filtered out.

In step 90, the recommended items (excluding any that have been filteredout), as arranged by interest cluster/category, are exposed to the userin association with the corresponding category names selected in step84. As mentioned above, a browse cloud interface may optionally be usedfor this purpose.

FIG. 7 is a screen display illustrating one example of a browse cloudinterface that may be used. In this example, the images and titles ofthe recommended items in all categories are displayed in a scrollableformat in the upper portion of the display. If the user wishes to filterthe recommendations by category, the user can click on one of thecategory names (e.g., “Action & Adventure,” or “Humorous”) in the lowerportion of the display. With the exception of “All Categories,” eachcategory name/link corresponds to a particular cluster of items. Thetext size of each such category name is generally proportional to thenumber of recommended items in the associated cluster. If, for example,the user clicks on “Action & Adventure,” the upper portion of thedisplay will be updated to show only the items falling in thecorresponding cluster.

V. CALCULATING ITEM DISTANCES BASED ON ITEM LOCATIONS IN A BROWSESTRUCTURE FIG. 8

This section describes one possible distance metric that can be used tocalculate distances between items. This distance metric may be usedwhere the items being clustered are arranged in a hierarchical browsestructure, such as a directed acyclic graph. As discussed above, thedistances may additionally or alternatively be calculated based on othercriteria.

The distance metric is based on the degree to which two items fall underor “share” the same browse nodes, with greater weight given tolower-level nodes (those containing smaller numbers of items). Forexample, suppose that the paths to two items, A and B, are as follows(it is assumed in this simple example that there is only one path toeach item):

Products>Books>Reference>Business Skills>Public Speaking>Item A

Products>Books>Reference>Business Skills>Typing>Item B

In this example, the “Business Skills” browse node (i.e., the lowestlevel browse node shared by the two items) would be given the mostweight in calculating the distance between A and B, and the “Products”browse node would be given the least weight. More specifically, theweight given to each of the three shared browse nodes would be inverselyproportional to the total number of items falling below that browsenode. In a more typical scenario, multiple paths will exist to a givenitem, and each such path should be taken into consideration.

Given two items, A and B, we define the similarity between them to be:

${{similarity}\;\left( {A,B} \right)} = \frac{\sum\limits_{w \in {A\bigcap B}}\frac{1}{P(w)}}{{A\bigcup B}}$

Intuitively, the numerator means that the more nodes the two items havein common, the more similar they are to each other. The intersectingnodes are also weighted by the inverse probability of the individualnodes, w. Nodes of low probability (e.g., leaf nodes) are assumed tocarry more information, and thus will increase the size of thenumerator. The denominator normalizes the score based on the size of theunion, so that shallow parts of the browse hierarchy are not undulypenalized.

To convert the similarity into a distance metric, the equation is simplyinverted, yielding:

${{distance}\;\left( {A,B} \right)} = \frac{{A\bigcup B}}{\sum\limits_{w \in {A\bigcap B}}\frac{1}{P(w)}}$

To illustrate how distances can be calculated, consider the browsestructure (directed acyclic graph) shown in FIG. 8. This structureincludes thirteen browse nodes labeled N1-N13, and includes eight itemslabeled I1-I8. In practice, the browse structure will typically be muchlarger (e.g., hundreds to thousands of browse nodes and thousands tomillions of items).

To calculate the distances between the items, each item is initiallyrepresented as a set of all browse node IDs appearing in the item'sancestry. For purposes of this example, it will be assumed that only onepath exists from the root node, N1, to each item. Specifically, it willbe assumed that the only path to I3 is <1, 3, 12> (where each numberrepresents a browse node); that the only path to I4 is <1, 4, 12>; thatthe only path to I5 is <1, 4, 8>; that the only path to I7 is <1, 5, 10,13>; and that the only path to I8 is <1, 5, 11, 13>. Thus, items I1through I8 in FIG. 8 are represented, respectively, by the followingeight browse node sets or “points:”

-   -   x₁=<1,2,6>    -   x₂=<1,2,7>    -   x₃=<1,3,12>    -   x₄=<1,4,12>    -   x₅=<1,4,8,12>    -   x₆=<1,5,9>    -   x₇=<1,5,10,13>    -   x₈=<1,5,11,13>

Although only one path exists to each item in this example, this neednot be the case. For example, item I1 could also appear under browsenode N7, in which case it would be represented by x₁=<1, 2, 6, 7>.

To compute the distance between any two points in the dataset, a tableof node data values or “probabilities” is first computed. Theprobability P(w) of any browse node w is preferably calculated as thenumber of times it occurs in the dataset divided by the number of pointsin the dataset (since each browse node can only occur once per point):

${P(w)} = \frac{{\sum\limits_{x \in X}{1\mspace{14mu}{if}\mspace{14mu} w}} \in x}{X}$

For our sample dataset, the probabilities are as shown in Table 1.

TABLE 1 Probabilities table for sample dataset P(1) = 1 P(2) = ¼ P(3) =⅛ P(4) = ¼ P(5) = ⅜ P(6) = ⅛ P(7) = ⅛ P(8) = ⅛ P(9) = ⅛ P(10) = ⅛ P(11)= ⅛ P(12) = ⅜ P(13) = ¼

Once the browse node probabilities are computed, the distances betweenany two points in this dataset (and thus items) can be computed. Forexample, the distance between points x₄ and x₅ is computed as follows:

$\begin{matrix}{{{dist}\left( {x_{4},x_{5}} \right)} = \frac{{x_{4}\bigcup x_{5}}}{\sum\limits_{w \in {x_{4}\bigcap X_{5}}}\frac{1}{P(w)}}} \\{= \frac{\left\langle {1,4,8,12} \right\rangle }{\frac{1}{P(1)} + \frac{1}{P(4)} + \frac{1}{P(12)}}} \\{= \frac{4}{1 + 4 + \frac{8}{3}}} \\{= \frac{4}{7}}\end{matrix}$

Of the shared nodes in this example, nodes 1, 4, and 12, node 4 is giventhe most weight (i.e., has a greater effect at lowering the distancemeasurement) since it appears less frequently than nodes 1 and 12 in thedataset.

For comparison, if we compute the distance between x₁ and x₈, we willsee that the distance is larger, as it should be since the two pointsonly share a single node.

$\begin{matrix}{{{dist}\;\left( {x_{1},x_{8}} \right)} = \frac{{x_{1}\bigcup x_{8}}}{\sum\limits_{w \in {x_{1}\bigcap X_{8}}}\frac{1}{P(w)}}} \\{= \frac{\left\langle {1,2,5,6,11,13} \right\rangle }{\frac{1}{P(1)}}} \\{= 6}\end{matrix}$

The distance function just presented represents one possible way tomeasure the distance between two arbitrary sets of browse nodes. Onevariation to this method is to take into consideration the “conditionalprobabilities” of the browse nodes. The benefits of using conditionalprobabilities become apparent when the relevant items belong to severalparts of the browse hierarchy and some paths should have greater weightthan others for a given item.

Consider computing the similarity/distance between the book“Introduction to Algorithms” by Cormen et al., and “Flatland” by Abbott.The browse hierarchies for these two books/items are as follows:

“Introduction to Algorithms” Qualifying Textbooks - Winter 2007Subjects > Computers & Internet > General Subjects > Computers &Internet > Operating Systems > General Subjects > Computers & Internet >Programming > Algorithms > General Subjects > Computers & Internet >Programming > General Subjects > Professional & Technical > ProfessionalScience > Mathematics > Applied > General Subjects > Science >Mathematics > General

“Flatland” Subjects > Literature & Fiction > General > ClassicsSubjects > Literature & Fiction > World Literature > British > 19thCentury Subjects > Professional & Technical > Professional Science >Physics > Relativity Subjects > Science > Mathematics > GeneralSubjects > Science > Physics > General Subjects > Science > Physics >Relativity Subjects > Science Fiction & Fantasy > Science Fiction >General Subjects > Science Fiction & Fantasy > Science Fiction > ShortStories

These two books are related in that they both belong to the“Subjects>Science>Mathematics>General” ancestry. However, the books areclearly different in that one is a computing reference while the otheris a science fiction novel. The distance function described above,however, gives no preference to any of the browse nodes in the browseset, regardless of the distribution of browse nodes within the set.

To account for these per-item distributions, the distance metric ismodified by adding conditional terms representing the probability of abrowse node given an item, P(w|xεX), where w is the browse node, and xis some item in the dataset X. Folding this into our distance functionyields:

${{distance}\;\left( {A,B} \right)} = \frac{{A\bigcup B}}{\sum\limits_{w \in {A\bigcap B}}\frac{P\left( {w\left. A \right){P\left( {w\left. B \right)} \right.}} \right.}{P(w)}}$

In the case where x is an item, the conditional is computed by summingthe number of times each browse node appears in the item's ancestry, anddividing by the total number of paths in this ancestry. In the casewhere x is a cluster center, the conditional is computed by summing thenumber of times it occurs in all items in the cluster divided by thetotal number of ancestries in the cluster.

With this modified approach, the amount of weight given to a particularbrowse node when calculating the distance between one pair of items maybe different than the amount of weight given to this same browse nodewhen calculating the distance between another pair of items. For anyparticular item, more weight is given to the common portions of itsancestry. The more times a particular node appears in the differentancestry paths, the more weight it will contribute to the distancecomputation. This will discourage linking items together based on ratherobscure assignments, making the distance computation more robust to someof the more questionable assignments in the browse tree.

The item distances may be calculated by a distance calculation system orservice component that is part of a larger system. Once distances havebeen calculated and stored for all pair of items, the stored distancevalues may be used by an appropriate clustering algorithm to clustertogether similar items.

VI. EXAMPLE CLUSTERING ALGORITHM

This section describes one possible clustering algorithm that may beused to implement the clustering phases of the various processesdescribed above. The algorithm is referred to herein as IsoModes, and isa variation of the well known IsoData clustering algorithm. As will berecognized, the IsoModes algorithm is one of many algorithms that can beused. The IsoModes algorithm can be applied using the distance metric ofSection V or any other distance metric.

By way of background, IsoData stands for “Iterative Self-Organizing DataAnalysis Technique.” It is self-organizing in that it differs fromstandard clustering techniques such as K-Means, where the number ofclusters must be pre-specified. Since the number of clusters isgenerally unknown, IsoData attempts to automatically determine thisnumber by optimizing other criteria, such as the ratio of inter-to-intracluster scatter.

Intra-cluster scatter is defined to be the total sum of distances frompoints in a cluster to the cluster center. That is:

$S_{internal} = {\sum\limits_{x \in A}{{{dist}\left( {A,A_{C}} \right)}.}}$

S_(internal) is the internal scatter, A is the cluster, and A_(C) is thecluster center. Inter-cluster scatter is the sum of the distances fromcluster centers to the global mean. Intuitively, maximizing the ratio ofinter-to-intra cluster scatter will favor groupings where the pointswithin a cluster are similar to each other, and points from differentclusters will be separated as much as possible.

The optimization process is done by repeatedly assigning points to theirnearest cluster and re-computing the cluster centers. At the end of eachiteration, clusters which have very large scatter are split, andclusters which are too close to other clusters are broken up andreassigned to existing clusters. This procedure is repeated until thetotal scatter converges to within some margin of error, there is nochange in the clustering in consecutive iterations, or some maximumnumber of iterations has been reached. If the distance metric of SectionV is used, the cluster centers are preferably defined as sets of browsenodes, so the points and centers are fundamentally the same and aredirectly comparable.

One significant difference between IsoModes and the classical IsoDataalgorithm is in the method used to split large clusters. In Euclideanspace, a cluster with large scatter can be split in the direction of thelargest eigenvector. This will maximize the separation of items whensplitting the cluster. However, for nominal data, there are no notionsof eigenvalues or eigenvectors, so the cluster split is not somethingthat can be directly computed. One solution in this case is to run the2-Modes algorithm, which is basically K-means for nominal data, wherek=2. The 2-Modes algorithm is very similar to IsoModes, except that thenumber of classes is simply predetermined to be 2, giving us our desired2-way cluster split. Another minor difference between IsoModes andIsoData is in the stopping criterion; instead of stopping when theglobal scatter falls below some epsilon, it is stopped when theclustering stops changing. This is desirable because, among otherreasons, it is very easy for the global mean to become degenerate whencomputing the center for nominal data.

A pseudocode representation of the IsoModes algorithm is provided inTable 2.

TABLE 2 IsoModes Clustering Algorithm INPUTS:  data = set of points  k =initial estimate of K (number of clusters)  θ = scatter threshold forsplitting clusters  σ = minimum distance to other clusters forreassignment  N = limit on maximum number of iterations IsoModes(data,k, θ, σ, N):   <<Pick K random points to initialize the clustercenters>>   CC₀ = pickKRandomPoints(data, k)   C₀ =assignPointsToClusters( CC₀, data)   i = 1   hasChanged = true  <<Loopuntil clusters unchanged, or maximum number  of iterations met>>  whilehasChanged and i < N :    CC_(i) = computeClusterCenters( C_(i−1) )   C_(i) = assignPointsToClusters( CC_(i), data)    for each clusterc_(j) ∈ C_(i):     d = distanceToClosestCluster( CC_(i) )     if scatter(c_(j)) > θ :      <<Splitting the clusters is done via 2-Modesclustering>>      splitCluster( c_(j), CC_(i) )     else if d < σ :     reassignPointsToOtherClusters( c_(j), CC_(i) )    i = i + 1   hasChanged = (C_(i) ≠ C_(i−1))

The cluster centers are initialized by randomly selecting k points, andthe points in the dataset are assigned to the closest centers. The mainiteration begins by re-computing the cluster centers from the previousassignment, and then re-computing the assignment until there is nochange in the clustering, or the maximum number of iterations isreached. At the end of each iteration, the algorithm checks all clustersfor any with large scatters, or which are too close to neighboringclusters. Clusters satisfying these criteria are split and reassigned asnecessary.

VII. EXAMPLE APPLICATION OF ISOMODES ALGORITHM

A sample iteration of the IsoModes algorithm is set forth below usingthe sample browse structure in FIG. 8, and with k=3.

Step 1. Choose 3 random points from the dataset; for this example wewill choose the cluster centers CC=<<1,2,6>, <1,2,7>, <1,4,12>>. Thesewill be the initial cluster centers.

Step 2. Compute an initial cluster assignment by assigning all of thedata points to the nearest cluster centers. Table 3 displays thecomputed distances from all points to all clusters. Assignments aredenoted with (*). Ties are broken at random.

TABLE 3 Cluster center x <1, 2, 6> <1, 2, 7> <1, 4, 12> α₁ = <1, 2, 6>*3/13 4/5 5 α₂ = <1, 2, 7> 4/5 *3/13 5 α₃ = <1, 3, 12> 5 5 *12/11 α₄ =<1, 4, 12> 5 5  *9/23 α₅ = <1, 4, 8, 12> 6 6 *12/23 α₆ = <1, 5, 9> 5 *5 5 α₇ <1, 5, 10, 13> *6  6 6 α₈ = <1, 5, 11, 13> 6 6 *6 

Step 3. Check to see if clusters have not changed or if we have exceededthe maximum number of iterations.

Step 4. Compute the cluster centers. This is done by taking all nodesthat appear in greater than 50% of the points in each cluster computedin the previous step (e.g. Cluster 1 (c₁), was assigned <1,2,6> and<1,5,10,13>). The results of this step are shown in Table 4.

TABLE 4 c₁ c₂ c₃ ω P(ω) ω P(ω) ω P(ω) 1 *1.0 1 *1.0 1 *1.0 2 0.5 2 0.5 30.3 5 0.5 5 0.5 4 0.3 6 0.5 7 0.5 5 0.3 10 0.5 9 0.5 11 0.3 13 0.5 0.512 *0.6 13 0.3

Step 5. Re-compute the cluster assignments, with ties again broken atrandom. The results of this step are shown in Table 5.

TABLE 5 Cluster center x <1> <1> <1, 12> α₁ = <1, 2, 6> *3  3 4 α₂ = <1,2, 7> *3  3 4 α₃ = <1, 3, 12> 3 3 *9/11 α₄ = <1, 4, 12> 3 3 *9/11 α₅ =<1, 4, 8, 12> 4 4 *12/11  α₆ = <1, 5, 9> 3 *3  4 α₇ <1, 5, 10, 13> *4  45 α₈ = <1, 5, 11, 13> *4  4 5

Step 6. At this point, the clusters are evaluated to split clusters withvery large scatters, or reassign clusters which are too close to otherclusters. Even though the first two clusters in this example are toosimilar to each other, for brevity, we will assume no splits orreassignments occur. In the actual algorithm, one of the duplicateclusters would be removed, with the items randomly distributed among theremaining clusters.

Step 7. Re-compute the centers using assignments from previousiteration. The results of this step are shown in Table 6.

TABLE 6 c₁ c₂ c₃ ω P(ω) ω P(ω) ω P(ω) 1 *1.0 1 *1.0 1 *1.0 2 0.5 5 *1.03 0.3 5 0.5 9 *1.0 4 *0.6 6 0.25 8 0.3 7 0.25 12 *1.0 10 0.25 11 0.25 130.5

Step 8. Re-compute cluster assignments. The results are shown in Table7.

TABLE 7 Cluster center x <1> <1, 5, 9> <1, 4, 12> α₁ = <1, 2, 6> *3  5 5α₂ = <1, 2, 7> *3  5 5 α₃ = <1, 3, 12> 3 5 *12/11 α₄ = <1, 4, 12> 3 5 *9/123 α₅ = <1, 4, 8, 12> 4 6 *12/23 α₆ = <1, 5, 9> 3  *9/35 5 α₇ <1,5, 10, 13> 4 *15/11 6 α₈ = <1, 5, 11, 13> 4 *15/11 6

Step 9. Check again for scatter and minimum distance. In this case, nosplits or reassignments occur.

Step 10. Re-compute the centers using assignments from previousiteration. The results of this step are shown in Table 8.

TABLE 8 c₁ c₂ c₃ ω P(ω) ω P(ω) ω P(ω) 1 *1.0 1 *1.0 1 *1.0 2 *1.0 5 *1.03 0.3 6 0.5 9 0.3 4 *0.6 7 0.5 10 0.3 8 0.3 11 0.3 12 *1.0 13 *0.6

At this point, the assignments will be recomputed, which will result inthe exact same assignments. The clustering has now stabilized and thealgorithm will terminate. Note that the groupings have formed into themajor sub-graphs of the directed acyclic graph in FIG. 8.

Real-Time/Performance Enhancements

One drawback to the IsoModes algorithm is that it is very sensitive tothe cluster center initialization. The algorithm is essentially a formof hill-climbing, and as such, the starting point can dictate how manyiterations are required to convergence, as well as whether converge to aglobal optimum is possible. If the wrong starting point is chosen,converge to a local optimum may occur, resulting in a suboptimalclustering.

The issue can be addressed by, among other solutions, performing a typeof hierarchical sampling prior to clustering the entire dataset. Forexample, the system can initially choose a very small sample size of 50items, run the algorithm, and then use the resulting clustering as aseed to progressively larger samples until the entire dataset isclustered. This technique results in faster convergence in comparisonwith random initialization.

VIII. REDUCTION OF HIGH ENTROPY CLUSTERS

Some of the clusters resulting from the IsoModes algorithm may have anentropy (in terms of user like/dislike) that is too high for a givenapplication. A high entropy signifies either that the user has alove/hate relationship with the cluster's items, or that the cluster istoo broad and should be split. A low entropy signifies that the userstrongly likes or dislikes the items in the cluster.

To address this issue in one embodiment, high entropy clusters arere-clustered using the 2-Modes algorithm described above, except theinitial seeding is based on a positive/negative classification of theitems. Where sufficient ratings data is available for the particularuser, this may be accomplished as follows. Each item in the relevantcluster is initially classified as having a positive rating or anegative rating, or is removed from consideration if no such rating canbe assigned. For example, if the user ratings are based on a 5-star plus“non-interested” rating system, items with a 1 or 2 star rating may beclassified as negative; items with a 3 or 4 star rating may beclassified as positive, and all other items may be disregarded. Onceeach item has been classified, the cluster's homogeneity may bedetermined by computing its entropy. This process is summarized by thefollowing equations:

${f_{+}(x)} = \left\{ {{\begin{matrix}1 & {{{if}\mspace{14mu} x\mspace{14mu}{is}\mspace{14mu} 4\mspace{14mu}{or}\mspace{14mu} 5\mspace{14mu}{star}\mspace{14mu}{rating}},{purchased},{{or}\mspace{14mu}{owned}}} \\0 & {otherwise}\end{matrix}{f_{-}(x)}} = \left\{ {{\begin{matrix}1 & {{{if}\mspace{14mu} x\mspace{14mu}{is}\mspace{14mu} 1\mspace{14mu}{or}\mspace{14mu} 2\mspace{14mu}{star}\mspace{14mu}{rating}},{{not}\text{-}{interested}},{{or}\mspace{14mu}{excluded}}} \\0 & {otherwise}\end{matrix}{p_{+}(C)}} = {{\frac{\sum\limits_{x \in C}{f_{+}(x)}}{X}{p_{-}(C)}} = {{\frac{\sum\limits_{x \in C}{f_{-}(x)}}{X}{entropy}\;(C)} = {{{- {p_{+}(C)}}{\log\left( {p_{+}(C)} \right)}} - {{p_{-}(C)}{\log\left( {p_{-}(C)} \right)}}}}}} \right.} \right.$

This additional cluster splitting criteria enables the system tooptimize for low entropy clusters, where the likes and dislikes of theuser are more readily apparent.

IX. EXAMPLE SYSTEM ARCHITECTURE FIG. 9

FIG. 9 illustrates how the various features described above may beimplemented in the context of a web-based system that providesfunctionality for users to browse and purchase items from an electroniccatalog. As will be recognized, the various features of the disclosedembodiments can also be implemented in other types of systems,including, e.g., music download systems that recommend music titlesbased on users' music download histories, video rental sites thatrecommend video/DVD titles based on users video rental histories, newssites that recommend news articles based on users' news browsinghistories, browser toolbar based systems that recommend web sites andother network resources based on users' web browsing histories, webservices for providing recommendations, checkout/wallet services thatenable users to pay for goods from various participating merchants, andInternet advertising systems.

The system shown in FIG. 9 includes one or more web server machines 100that generate and serve pages of a host web site in response to pagerequests from user computing devices 102. The web servers 100 provideuser access to a catalog of items represented in a database 108 orcollection of databases. The items preferably include or consist ofitems that may be purchased via the web site (e.g., book, music andvideo titles in physical or downloadable form; consumer electronicsproducts; household appliances; magazine and other subscriptions, etc.).The database 108 also stores data regarding how the items are arrangedwithin a hierarchical browse structure. Data regarding the catalog itemsand the browse structure is accessible via a catalog service 106, whichmay be implemented as a web service.

The system also includes a data repository 116 (e.g., one or moredatabases) that stores various types of user data, including identifiersof the items in each user's collection. For example, the data repository116 may store users' purchase histories, item viewing histories, itemratings, and item tags. The purchase histories and item viewinghistories may be stored as lists of item identifiers together withassociated event timestamps. The various types of user data may beaccessible to other components of the system via a data service (notshown), which may be implemented as a web service.

The system also includes a recommendation service/system 110 thatgenerates recommendations in real time in response to requests fromusers. The recommendation service 110 includes a recommendation engine62, and includes a cluster generation and analysis component/system 112that implements some or all of the clustering-related features describedherein, including the calculation of item distances. Separate executablecomponents may optionally be provided for performing, e.g., distancecalculations, item clustering, and cluster assessment; these componentsmay all run on a single computer or on separate computers.

Although shown as part of the recommendation service 110, theclustering-related features may alternatively be implemented as aseparate service. For example, a separate cluster service can beprovided that receives an input list of items (together with appropriateinput parameters) and outputs data describing the resulting set ofclusters. This same service could, e.g., be configured to select sourceitems from the input list; to assign names to the clusters, to score theclusters, and to perform various other cluster-related tasks.

The recommendation engine 62 may operate as described in U.S. Pat. No.6,912,505, referenced above. More specifically, the recommendationsservice may use one or more “similar items” tables/datasets 120 to lookup items that are similar or related to the source items, together withassociated data values indicating the strengths of such relationships.The similar items table(s) 120 may be generated off-line by an itemassociation mining component 118 that analyzes users' purchasehistories, item viewing histories, or some other type of user activitydata, and detects and quantifies behavior-based associations betweenspecific items. For instance, if purchase histories are used, item A maybe mapped to item B in a purchase-based similar items table 120 if arelatively large number of the users who purchased item A also purchaseditem B. Other types of recommendation engines, including recommendationengines that do not use item-to-item mappings, may also be used.

The electronic catalog system may also include services for handlingvarious other types of tasks, such as user authentication, transactionprocessing, search query processing, storing user-assigned tags andratings, processing of user-submitted sales listings, etc.

The web servers 100 use a data repository of web page templates 104 todynamically generate web pages in response to browser requests. Thetemplates directly or indirectly specify the service calls that are madeto the services to, e.g., request data needed to generate the requestedpage. For instance, an appropriate template may be provided forgenerating collection management pages of the type shown in FIG. 3, andfor generating item detail pages, browse node pages,recommendation/browse cloud pages of the type shown in FIG. 7, andvarious other pages of the site.

When a user clicks on a link for viewing recommendations, a web server100 requests recommendations for the user from the recommendationsservice 110. The recommendation service 110 then uses all or a portionof the user's purchase history, item ratings, and/or item viewinghistory (typically depending upon the context of the user's request) togenerate the recommendations. As part of this process, therecommendations service 110 may use the cluster-based process describedin Section I to select the particular items to use as recommendationsources. The recommendation service 100 may additionally oralternatively use the cluster-based filtering process described inSection III to filter the set of items generated by the recommendationengine 62. Additionally or alternatively, recommendation service 100 mayuse the process described in Section IV to organize the recommendationsinto a set of cluster-based categories for display to the user.Regardless of which of these features is/are used, the resulting list ofrecommended items (or a portion of this list), and/or the names of thecluster-based categories in which these items fall, is incorporated intothe requested web page for transmission to the user's browser/computer102.

The services and other application components 62, 106, 110, 112, and 118shown in FIG. 9 may be implemented in software code modules executed byany number of general purpose computers or processors, with differentservices optionally but not necessarily implemented on differentmachines interconnected by a network. The code modules may be stored inany type or types of computer storage, such as hard disk drives andsolid state memory devices. The various data repositories 104, 108, 120may similarly be implemented using any type of computer storage, and maybe implemented using databases, flat files, or any other type ofcomputer storage architecture.

X. CONCLUSION

Each of the processes and algorithms described in the preceding sectionsmay be embodied in, and fully automated by, code modules executed by oneor more computers or computer processors. The code modules may be storedon any type of computer-readable medium or computer storage device. Theprocesses and algorithms may also be implemented partially or wholly inapplication-specific circuitry. The results of the disclosed processesand process steps may be stored, persistently or otherwise, in any typeof computer storage, such as those mentioned above.

The various features and processes described above may be usedindependently of one another, or may be combined in various ways. Allpossible combinations are intended to fall within the scope of thisdisclosure.

Although this invention has been described in terms of certain preferredembodiments and applications, other embodiments and applications thatare apparent to those of ordinary skill in the art, includingembodiments and applications that do not provide all of the benefitsdescribed herein, are also within the scope of this invention. The scopeof the invention is defined only by the claims, which are intended to beconstrued without reference to any definitions that may be explicitly orimplicitly included in any of the incorporated-by-reference materials.

1. A computer-implemented method, comprising: identifying a collectionof items associated with a user, said collection based on item selectionactions of the user; dividing the collection of items into clustersbased, at least in part, upon calculated distances between items;generating a set of recommended items for the user based, at least inpart, on an analysis of the clusters using a computer; dividing at leasta portion of the set of recommended items into multiple clusters ofrecommended items, wherein the clusters of recommended items aregenerated based, at least in part, on calculated item distances;assigning a category name to each cluster of recommended items; andexposing each cluster of recommended items to the user in associationwith its respective assigned category name to facilitate selection ofparticular recommended items for consumption.
 2. The method of claim 1,wherein the method is performed so as to guarantee that the clusters ofrecommended items are mutually exclusive.
 3. The method of claim 1,wherein generating the set of recommended items comprises passing a listof source items to a recommendation engine, and receiving from therecommendation engine a corresponding list of said recommended items. 4.The method of claim 1, wherein dividing at least a portion of the set ofrecommended items into multiple clusters comprises applying a clusteringalgorithm to the set of recommended items, wherein the clusteringalgorithm uses calculated distances between the recommended items toform the clusters.
 5. The method of claim 1, wherein dividing at least aportion of the set of recommended items into multiple clusters comprisesdividing the set of recommended items into clusters that correspond topreviously-identified interests of the user.
 6. The method of claim 5,wherein the clusters of recommended items are formed at least partly bymatching particular recommended items to particular ones of saidclusters formed by dividing the collection of items.
 7. The method ofclaim 6, wherein at least one of the clusters formed by dividing thecollection has a name assigned by the user, and the step of assigning acategory name comprises assigning the user-assigned name to acorresponding cluster of recommended items.
 8. The method of claim 1,wherein the item distances used to divide at least a portion of the setof recommended items into multiple clusters include distances betweenparticular recommended items and centers of pre-existing clusters. 9.The method of claim 1, wherein the items are represented in ahierarchical browse structure, and wherein dividing at least a portionof the set of recommended items comprises using locations of therecommended items in the hierarchical browse structure to calculate saiditem distances.
 10. The method of claim 9, wherein using locations ofthe recommended items in the hierarchical browse structure to calculatesaid item distances comprises giving different amounts of weight todifferent browse nodes of the hierarchical browse structure.
 11. Themethod of claim 1, wherein assigning a category name to each cluster ofrecommended items comprises selecting a category name for a firstcluster based, at least in part, on attributes of the recommended itemsin the first cluster.
 12. The method of claim 11, wherein the attributesinclude browse nodes to which the recommended items are assigned. 13.The method of claim 11, wherein the attributes include keywordsassociated with particular recommended items.
 14. The method of claim 1,wherein assigning a category name to each cluster of recommended itemscomprises selecting a category name corresponding to a browse node underwhich all of the items in the respective cluster fall.
 15. The method ofclaim 1, wherein exposing each cluster of recommended items comprises,by a server, exposing the clusters of recommended items via a browsecloud interface that displays the category names.
 16. The method ofclaim 1, wherein exposing each cluster of recommended items comprisesgenerating a display page in which each category name is selectable toview a representation of the items falling in the respective cluster.17. The method of claim 16, wherein each of the category names isdisplayed with a font size that is proportional to the number of itemsfalling in the respective cluster.
 18. The method of claim 1, whereingenerating the set of recommended items comprises: selecting sourceitems from the collection based, at least in part, on informationobtained from dividing the collection into clusters; and identifyingitems that are related to the selected source items.
 19. The method ofclaim 1 wherein dividing the collection into clusters comprises forminga not-interested item cluster comprising items in which the user hasindicated a lack of interest, and wherein generating the set ofrecommended items comprises filtering out, from a preliminary set ofitem recommendations, items that are associated with said not-interesteditem cluster.
 20. A computer system, comprising: a computer datarepository that stores an item collection associated with a user, saiditem collection based on item selection actions of the user; a firstclustering component configured to divide the item collection intomultiple clusters of collection items based, at least in part, oncalculated item distances; a recommendation system configured togenerate personalized item recommendations for the user based, at leastin part, on the clusters of collection items; a second clusteringcomponent configured to use distance calculations to divide at least aportion of the personalized item recommendations into multiple clustersof recommended items, and to assign category names to said clusters ofrecommended items; and a server configured to expose the clusters ofrecommended items to the user in association with said category names tofacilitate selection of particular recommended items for consumption.21. The computer system of claim 20, wherein the second clusteringcomponent uses a clustering process that guarantees that the clusters ofrecommended items are mutually exclusive.
 22. The computer system ofclaim 20, wherein the second clustering component generates the clustersof recommended items, at least in part, by applying a clusteringalgorithm to the personalized item recommendations.
 23. The computersystem of claim 20, wherein the second clustering component generatesthe clusters of recommended items, at least in part, by matchingindividual recommended items to previously-identified interests of theuser to generate interest-specific clusters of recommended items. 24.The computer system of claim 23, wherein the second clustering componentidentifies said interests, at least in part, based on the clusters ofcollection items.
 25. The computer system of claim 24, wherein theserver provides a user interface that enables the user to manage theitem collection at a cluster level, including assigning a tag tomultiple items at a time by tagging a selected cluster of collectionitems, said user interface also providing functionality for requestingitem recommendations that are specific to said tag.
 26. The computersystem of claim 24, further comprising a user interface that enables theuser to request and obtain recommendations that are specific to acluster of items of said item collection.
 27. The computer system ofclaim 20, wherein the second clustering component generates the clustersof recommended items, at least in part, by matching particularrecommended items to particular clusters of collection items.
 28. Thecomputer system of claim 20, wherein the items are represented in ahierarchical browse structure, and the second clustering component useslocations of the recommended items in the hierarchical browse structureto generate said distance calculations.
 29. The computer system of claim28, wherein the second clustering component gives different amounts ofweight to different browse nodes of the hierarchical browse structurewhen generating said distance calculations.
 30. The computer system ofclaim 20, wherein the second clustering component is configured toassign a category name to a cluster of recommended items based, at leastin part, on attributes of the recommended items in the cluster ofrecommended items.
 31. The computer system of claim 30, wherein theattributes include browse nodes associated with particular recommendeditems.
 32. The computer system of claim 30, wherein the attributesinclude keywords associated with particular recommended items.
 33. Thecomputer system of claim 20, wherein the server exposes the clusters ofrecommended items via a browse cloud interface that displays thecategory names.
 34. The computer system of claim 20, wherein the servergenerates a display page in which each category name is selectable toview a representation of the recommended items falling in the respectivecluster.
 35. Non-transitory computer storage that stores executable codethat directs a computer system to perform a process that comprises:identifying a collection of items associated with a user, saidcollection based on item selection actions of the user; dividing thecollection of items into clusters based, at least in part, uponcalculated distances between items; generating a set of recommendeditems for the user based, at least in part, on an analysis of theclusters; dividing at least a portion of the set of recommended itemsinto multiple clusters of recommended items, wherein the clusters ofrecommended items are generated based, at least in part, on calculateditem distances; assigning a category name to each cluster of recommendeditems; and exposing each cluster of recommended items to the user inassociation with its respective assigned category name to facilitateselection of particular recommended items for consumption.